Class:
Multiple Audience Promotion

Type:
More Than $10 Per Recipient

Objective:
To stimulate sales and enhance loyalty in an increasingly competitive marketplace.

Strategy and Execution:
To showcase the client's powered instrument products for medical emergency rooms, the campaign theme "3M Power Plus" was created. Sales personnel were reminded, "In basketball, it's the Chicago Bulls. On the highway, a Mack Truck. Underwater, a great white shark. But when it comes to powered instruments, the real power is a PLUS." They were to submit names of decision-making O.R. nurses to receive promotional products and information. Buttons, note pads and pens, and other gifts were sent over a year's time. On O.R. Nurses Day, as a "Toast to an Important Week," a champagne bottle filled with M & M candies was mailed. In order to get the "Full Scoop on the Full Line" of Powered Instruments, recipients got mugs and gourmet coffees. The campaign ended with a Post-It Pad accompanied by a survey entitled "A Short Survey of Powerful Note."

Results:
It was reported that product sales jumped 20% over previous year's sales and the client's division won the "Top Performer Award.".